La campaña se basó en un polémico video que recorrió el mundo para crear conciencia sobre los prejuicios de la lactancia
64% of Mexican mothers reject breastfeeding, in many cases because of the social prejudice on the topic. To solve this problem, Unicef appealed to the Mexican branch of J. Walter Thompson and launched the campaign Prohibido amamantar en público, (Public Breastfeeding is Forbidden). Instead of starting to promote the benefits of breastfeeding, the agency launched a polemic video on social networks where there is a couple insulting a woman who is breastfeeding her baby girl in a square. The video traveled all around the world and appeared in the media, unleashing a big argument on prejudices regarding breastfeeding and its importance. 72 hours later, Unicef announced that the video was part of a campaign to raise awareness and break those prejudices that affect Mexican society so much. The campaign had more than 6 million visits and more than 54 million prints in media with no type of investment. Now, it is competing in the Cannes Lion advertising festival. The creative team behind the piece is made up of: Auber Romero, Mariel Blanco, Brenda Avilés and Ana Segurajauregui. Denisse Pérez and Luisa Navarro, from the accounts team; Sebastián Zash, producer and Oscar Cuevas, Head of Art. Did you like this piece? Share your opinion #PalpitandoCANNES and follow us on @PRODUPublicidad.
J. Walter Thompson Perú presenta Billboard Dogs para supermercados Plaza Vea
